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Audiences

28 ready-made audiences

An audience is a list of people that Orbit keeps up to date for you. Each one below answers one question, like who is about to stop giving, or which volunteers have never given.

See them allThe pathways that use them
Field Guide Audiences · Engage, in Apteco Orbit: The Engage tab, with a grid of audience tiles for volunteers and event guests who could give, and a circle diagram showing where the lists overlap.
Field Guide Audiences · Engage The Engage tab, with a grid of audience tiles for volunteers and event guests who could give, and a circle diagram showing where the lists overlap. A fundraiser picks a tile and turns volunteers and event guests into donors.

Sample charity: the people and numbers in these screens are made up, so the picture shows the tool, not a result.

Keep

Look after supporters so they keep giving: welcome new donors, win back people who are drifting and avoid asking too often.

  • New Donor WelcomeSupporters in the first year after their first gift. What happens in their first 90 days shapes whether they give again.
  • Second Gift PushWhich new supporters will give a second time? These supporters have given once and are still in the window for a second gift. A faster second gift is strongly associated with long-term retention.
  • Re-engagementSupporters 1 to 2 years past their last gift. Not deeply lapsed yet, and still recoverable with the right message at the right time.
  • Cold Month SuppressionSupporters who have never given in the current calendar month, across their whole history. An ask right now is likely to be ignored.
  • Critical Action RequiredWho should you contact this week? These supporters have the most urgent signals firing at once. They need a personal conversation now, not a mass appeal.
  • Lapse PreventionWho is about to lapse, and how many days do you have? These supporters are close to, or already past, the point where their own giving rhythm says they have gone quiet.
  • Drifting DonorsWhose giving pattern just changed? These supporters are overdue against their own personal giving rhythm. Not lapsed yet, but the gap is widening.
  • Lapsed Givers Still Showing UpSupporters whose giving has lapsed but who still come to events or volunteer. Your CRM calls them lapsed. They are still here.
  • Campaign Responders Going ColdSupporters who responded to past campaigns but are now drifting away. Your campaigns used to reach them. Something stopped working.
Lapse Prevention · Who's in it, in Apteco Orbit: The Who's in it tab: four donuts of donor status, volunteering, stage and value band, nearly all Active and Loyal, mostly Premium or Major.
Lapse Prevention · Who's in it The Who's in it tab: four donuts of donor status, volunteering, stage and value band, nearly all Active and Loyal, mostly Premium or Major. These are loyal, high-value donors, so a quick thank-you or call is worth it.

Grow

Supporters who could give more: who to ask for a bigger gift, a monthly gift or a major gift.

  • Sleeping GiantsWho in your database is already acting like a major donor? These supporters score 3 or more out of 5 on signals of untapped potential: long tenure, growing gifts, a strong first gift, giving outside their peak month and a steady giving floor.
  • Upgrade WindowWho is giving less than they used to, and how much is that worth? These supporters have already shown they can give more: their largest gift is more than double their most recent one.
  • Silent Major DonorsSupporters with high lifetime giving who have never come to an event or volunteered. Generous but invisible. You may not even know what they look like.
  • Monthly Giving CandidatesWho already gives like a monthly donor without being asked? Their gifts arrive on a steady rhythm at a steady amount. They just haven't been asked to make it official.
  • Loyal StewardshipSupporters who have given across many years and sit in the Loyal or Established stage. Some of your most valuable relationships.
  • Value UpgradersSupporters who moved into a higher value band than last year. Their giving is growing, and they are responding to your work.
  • Peak Month OutreachSupporters whose personal peak giving month is now or next month. Their own history says this is when they are most likely to respond.
  • Household Giving GapsHouseholds where one person gives and others at the same address don't. Untapped capacity sitting at the same address.
Sleeping Giants · Who's in it, in Apteco Orbit: The Who's in it tab: four donuts of donor status, volunteer status, donor stage and lifetime value.
Sleeping Giants · Who's in it The Who's in it tab: four donuts of donor status, volunteer status, donor stage and lifetime value. Most are loyal, active givers who already trust the charity, so a bigger ask is a natural next step.

Engage

People who help in other ways, as volunteers or event guests, and could be invited to give.

  • Volunteers Who Have Never DonatedHow many of your volunteers have never been asked to give? They already give you their time. They're the warmest supporters you have.
  • Volunteers Starting to DriftVolunteers who gave their time last year but have not logged a shift this year.
  • Lapsing Volunteers Who Still GiveSupporters who stopped volunteering but still give. Something changed in their availability, not their commitment.
  • Multi-Channel ChampionsSupporters who give, come to events and volunteer. They show up in every way your organization offers.
  • Gala Guests Who Never GaveSupporters who came to one or more events but have never made a gift. They showed up for your mission. They just haven't been asked the right way yet.
  • Event to Donor ConversionSupporters who come to your events but have not yet become regular givers. They are already engaged with your mission.
  • Event Regulars, Gift IrregularsSupporters who come to events consistently but whose giving is sporadic or declining. The connection is strong. The giving pattern needs attention.
  • First Event, First GiftSupporters whose first gift came shortly after their first event. Events are how they found their way to giving.
Volunteers Who Have Never Donated · Who's in it, part 1 of 2, in Apteco Orbit: The first half of the Who's in it tab: donuts of donor status, volunteer status, donor stage and lifetime value.
Volunteers Who Have Never Donated · Who's in it, part 1 of 2 The first half of the Who's in it tab: donuts of donor status, volunteer status, donor stage and lifetime value. Everyone is a Non Donor who has Never Given, so this group gives time, not money, so far.

Funders

Grant work: reports that are due, and past funders to check in with before they drift away.

  • Funders Due a ReportGrants whose report due date has passed with no report received yet, alongside how often each funder has given before.
  • Returning Funders at RiskFunders who have granted more than once but whose most recent application or decision was a long time ago. The relationship may be cooling.
Field Guide Audiences · Funders, in Apteco Orbit: The Funders tab, with audience tiles for grant work, Funders Due a Report and Returning Funders at Risk.
Field Guide Audiences · Funders The Funders tab, with audience tiles for grant work, Funders Due a Report and Returning Funders at Risk. A grants manager uses them to send reports on time and reach out to funders before they drift away.

Find

New people who look like your best supporters, found by Orbit's Find Look-alikes.

  • Look-alikes of Your Best SupportersPeople already on your file who most resemble your best supporters, scored by Orbit’s Find Look-alikes on the variables your administrator chooses. The seed group is excluded, so every name is someone new to target.
Best Supporters (seed for Look-alikes) · Audience rules, in Apteco Orbit: The rules tab: two rules under Includes, Donor Development Stage is Loyal and Donor Status is Active, and nothing under Excludes.
Best Supporters (seed for Look-alikes) · Audience rules The rules tab: two rules under Includes, Donor Development Stage is Loyal and Donor Status is Active, and nothing under Excludes. These best current donors are the seed list for finding look-alikes who could become great donors too.

Built for campaigns

Not headline lists: the splits, triggers and seed lists a campaign journey runs on, like a cold-month suppression. Each has its own page, with its rules as built.

Splits

Triggers

Seed lists

  • All Grant ApplicationsEvery grant in the database, with no filter: the starting list any grant report or funder journey narrows down from.
  • Best Supporters (seed for Look-alikes)Loyal donors who are still active: the seed that Find Look-alikes learns from to find more people like your best.
  • Gala Attendees - All TimeEveryone who came to the Annual Gala in any year: for inviting past guests back and thanking them.
  • New Donors Last YearSupporters whose first gift was last year: the group a first-year retention rate is measured on.
  • SupportersEveryone in the database, read only: the starting point every other list is built from.

Built from Behaviours

Saved lists Orbit keeps current by itself, one Behaviour each: who gave this year, who came back, who still volunteers.

Learn Mission is a free course. Part 5 shows you how to build, read and tidy an audience in Orbit.

Build one yourself

Start with ready-made audiences, then build your own.

Start the course